Market Summary: Market: past, present, & future. Review changes in market share, leadership, players, market shifts, costs, pricing, competition. Product Definition: Describe product/service being marketed. The competitive landscape: Provide an overview of product competitors, their strengths and weaknesses. Position each competitor’s product against new product. | [Product Name] Marketing Plan [Name] Market Summary Market: past, present, & future Review changes in market share, leadership, players, market shifts, costs, pricing, competition Early Adopters/ Pioneers Mass Market/ Followers End of Life Time Number of customers Product Definition Describe product/service being marketed Competition The competitive landscape Provide an overview of product competitors, their strengths and weaknesses Position each competitor’s product against new product A B C D Performance Price Positioning Positioning of product or service Statement that distinctly defines the product in its market and against its competition over time Consumer promise Statement summarizing the benefit of the product or service to the consumer Communication Strategies Messaging by audience Target consumer demographics Packaging & Fulfillment Product packaging Discuss form-factor, pricing, look, strategy Discuss fulfillment issues for items not shipped directly with product COGs . | [Product Name] Marketing Plan [Name] Market Summary Market: past, present, & future Review changes in market share, leadership, players, market shifts, costs, pricing, competition Early Adopters/ Pioneers Mass Market/ Followers End of Life Time Number of customers Product Definition Describe product/service being marketed Competition The competitive landscape Provide an overview of product competitors, their strengths and weaknesses Position each competitor’s product against new product A B C D Performance Price Positioning Positioning of product or service Statement that distinctly defines the product in its market and against its competition over time Consumer promise Statement summarizing the benefit of the product or service to the consumer Communication Strategies Messaging by audience Target consumer demographics Packaging & Fulfillment Product packaging Discuss form-factor, pricing, look, strategy Discuss fulfillment issues for items not shipped directly with product COGs Summarize Cost of Goods and high-level Bill of Materials Launch Strategies Launch plan If product is being announced Promotion budget Supply back-up material with detailed budget information for review Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Phase 1 Phase 2 Phase 3 Public Relations Strategy & execution PR strategies PR plan highlights Have back-up PR plan, including editorial calendars, speaking engagements, conference schedules, etc. Advertising Strategy & execution Overview of strategy Overview of media & timing Overview of ad spending Other Promotion Direct marketing Overview of strategy, vehicles & timing Overview of response targets, goals & budget Third-party marketing Co-marketing arrangements with other companies Marketing programs Other promotional programs Pricing Pricing Summarize specific pricing or pricing strategies Compare to similar products Policies Summarize policy relevant to understanding key pricing issues Distribution Distribution strategy Channels of distribution
